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Information and communication technologies applications and services have greatly influenced the behavior of both retailers andconsumers. In order to win new markets, to increase the sales and gain competitive advantages, e-commerce has been widely adopted in the fashion industry, particularly in the lingerie sector. The purposes of the paper were to examine the retailing formats in relation to e-business, to determine which were significantfactors affecting e-commerce and the distinctive aspects of the underwear sector. This article describes the path to business model used from a successful Romanian lingerie producer. The conclusion was that the tight integration between the e-commerce andexisting retail infrastructure offers firms many advantages that are derived from the same sources of synergy and enabled by many of the same management strategies.